The document proposes advertising campaigns to promote better sleep for babies/toddlers and the elderly. It identifies "Kelly", a 25-year-old mother of a 2-year old, as the target audience since better sleep is important for her child's development and her parents' (in their 50s) risk of Alzheimer's disease. The campaigns will be visually catchy and include the public to catch Kelly's attention as a busy working mother. Slogan ideas include asking "How did you sleep?" and feature a child swimming in milk for babies and elderly dancing in a retro bar for seniors.

1. How did YOU
sleep?
Presented by Shanice Browne and
Pattie Ncube

2. Our Audience…
Our campaigns will be based around
babies/toddlers and the elderly’s lack of a
good nights sleep.
We have chosen these two audiences
after finding out that having a good nights
sleep can help to prevent Alzheimer's –
something that is rife in the amongst the
elderly.
From our research, we also discovered
that scientists recommend at least six
hours of sleep per night to ensure that our
batteries are recharged and our minds
are ready to learn new things the
following day. This is important for babies
and youngsters as it is crucial that they

3. Meet… Kelly
Kelly is
25 years
old Kelly is
mother to a 2
year old child
Kelly’s
parents are
in their 50’s
Kelly works
a full-time
job
Has to work
from home
sometimes;
job cuts can
cause stress
Uneven sleep
patterns during
teething etc.; at a
age crucial for
learning
They are at an age
where they are more
at risk of the likes of
Alzheimer’s and
diabetes.
She has a good
social circle, and
is in her ‘prime
time’

4. So… Why Kelly?
‘Kelly’ is linked to both of our target audiences: her
child is at an age where absorbing every bit of
knowledge possible is really crucial for it’s future
development.
She also has two parents in the 50’s age range – an
age where contracting mental disorders such as
Alzheimer’s is much more common and risky.
‘Kelly’ could take advice from our posters and apply
them to two different types of personal people in her
life, as well as then possibly going away and
thinking about her own sleeping habits.
?
??
?

5. Current/Existing Campaigns for
Inspiration
All of these adverts
include the public in
them: it doesn’t take
standing and reading
much to get the
message. All of these
adverts are very
visual and I think
that’s important for
someone of Kelly’s
age as she is usually
in a rush, so needs
something that’s
going to visually
catch her eye or
include her in it.

6. My Ideas…
Our slogan will be:
“How did you
sleep?”
Toddler/Baby Advert
A child swimming in milk with dummies,
bottles and ducks etc. floating around
with the slogan through the middle. We
could have 3D milk splashing out or
leaking out onto the ground.
Elderly Advert
Two young
people dancing
in an old-style
bar – a 60’s or
50’s feel to the
image. We
could have
button to be
pressed so
that old
classics are
played
out/automatical
ly play by
sensor.